Residents and Domestic Leisure Travel: Mtubatuba Local Municipality in KwaZulu-Natal, South Africa
Keywords:
domestic tourism; leisure travel; market segmentation; sub-Saharan AfricaAbstract
Domestic tourism research has grown in popularity. this study, conducted at Mtubatuba Local
Municipality in KwaZulu-Natal Province, South Africa, explored local residents’ willingness to participate in
domestic tourism, and sought after major and relevant marketing tool to be used in promoting domestic
tourism. previous studies indicate that domestic tourism is a crucial contributor to the growth of tourism.
structured questionnaire was used to collect usable data from randomly selected 400 respondents. Data
analyses generated descriptive and inferential statistics to address study objectives. residents are highly
willing to participate in domestic tourism and find South Africa a very attractive destination; especially those
who are young (18-30 years old), those who are employed and those with tertiary education. South African
Tourism should use technology to market South African tourist attractions to local residents. marketing South
Africa as a tourism destination should use modern technology to promote the destination, targeting especially
young, employed and educated South Africans. Identifying tourists’ needs and wants, and making concerted
efforts to satisfying them is the hallmark of destination marketing.
References
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Baniya, R. & Paudel, K. (2016). An Analysis of Push and Pull Travel Motivations of Domestic Tourists in Nepal. Journal of
Management and Development Studies, 27, pp. 16-30.
Bimonte, S. & Punzo, L. F. (2016). Tourist development and host–guest interaction: An economic exchange theory. Annals of
Tourism Research, 58, pp. 128-139.
Bolboacă, S. D.; Jäntschi, L.; Sestraş, A. F.; Sestraş, R. E. & Pamfil, D. C. (2011). Pearson-Fisher Chi-Square Statistic
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Bui, H. T. & Jolliffe, L. (2011). Vietnamese domestic tourism: An investigation of travel motivations. Austrian Journal of
South-East Asian Studies, 4(1), pp. 10-29.
Chawla, D & Sondhi, N. (2011). Research Methodology: Concepts and Cases. London/ New Delhi: Vikas Publishing house.
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Du Plessis E.; Saayman, M. & Van Der Merwe, A. (2015). What makes South African tourism competitive? African Journal of
Hospitality, Tourism and Leisure, 4(2), pp. 1-14.
Eugenio-Martin, J. L. & Campos-Soria, J. A. (2010) Climate in the region of origin and destination choice in outbound tourism
demand. Tourism Management, 31(6), pp. 744-753.
Gidarakou, I. (2015). Women’s Entrepreneurship in Rural Greece. International Journal of Business and Management, 10(10),
pp. 129-142.
Ezeuduji, I. O. & Mbane, T. L. (2017). Business Administration and Business Economics. Acta Universitatis Danubius
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preferences. African Journal of Hospitality, Tourism and Leisure, 5(4), pp. 1-23.
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Allyn & Bacon.
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Jovicic, D. Z. (2019). From The Traditional Understanding of Tourism Destination to the Smart Tourism Destination. Current
Issues in Tourism, 22(3), pp. 276-282.
Kanagara, J. & Bindu, T. (2013). An analysis of push and pull travel motivation of domestic tourists in Kerala. International
Journal of management & business Studies, 3(2), pp. 112-118.
Kerstetter, D. L.; Zinn, H. C.; Graefe, A. R. & Chen, P. J. (2002). Perceived constraints to state park visitation: a comparison of
former-users and non-users. Journal of Park and Recreation Administration, 20(1), pp. 61–75.
Khuong, M. N. & Ha, T. T. H. (2014). The influence of push and pull factors on the international leisure tourists, Return
intention to Ho Chi Minh City, Vietinam- A mediation analysis of destination satisfaction. Internal Journal of Trade Economic
and Finance, 5(6), pp. 490-496.
Li, H.; Meng, F. & Zhang, Z. (2016). Non-participation of Domestic Tourism: Analyzing the Influence of Discouraging
Factors. International Journal of Tourism Research, 18, pp. 567–578.
Litheko, A. M. & Potgieter, M. (2016). Residents’ awareness and support of tourism in Mafikeng, South Africa. African
Journal of Hospitality, Tourism and Leisure, 5(2), pp. 1-17.
Makhaola, L. J. (2017). The significance of domestic Tourism in Durban, South Africa. African Journal of Hospitality,
Tourism and Leisure, 6 (4), pp. 1-15.
Manwa, H. & Modirapula, T. (2019). The role of Botsalano Game Reserve in sustainable livelihoods and poverty alleviation
through community-based tourism development in South Africa. African Renaissance, 16(1), pp. 313-333.
Monterrubio, C. (2016). The impact of spring break behaviour: An integrated threat theory analysis of residents’ prejudice.
Tourism Management, 54, pp. 418-427.
Moon, B. Y.; Yang, S. H. & Lee, T. J. (2019). Married immigrant women’s VFR tourism as the way to ethnic minority group
acculturation. Journal of Tourism and Cultural Change, 17(4), pp. 544–561.
Muchapondwa, E. & Stage, J. (2013). The economic impacts of tourism in Botswana, Namibia and South Africa: Is poverty
subsiding? Natural Resources Forum, 37(2), pp. 80-89.
Nassuna, S. (2019). Assessment of the factors that influence domestic tourism in the central regions of Kampala. Unpublished
Doctoral dissertation. Kampala: Makerere University.
Nejati, M.; Mohamed, B. & Omar, S. I. (2014). Locals’ perceptions towards the impacts of tourism and the importance of local
engagement: A comparative study of two islands in Malaysia. Tourism: An International Interdisciplinary Journal, 62(2), pp.
35-146.
Nkwanyana, M. S.; Ezeuduji, I. O & Nzama, A. T. (2016). Cultural Heritage Tourism in South Africa: Perceived a Panacea for
Rural Development? Acta Universitatis Danubius Oeconmica, 12(6), pp. 160-167.
Pham, K.; Andereck, K. & Vogt, C. (2019). Local residents’ perceptions about tourism development. Travel and Tourism
Research Association: Advancing Tourism Research Globally. Retrieved from
https://scholarworks.umass.edu/ttra/2019/research_papers/74. Accessed October 11, 2019.
Rogerson, C. M. (2011). Urban tourism and regional tourists: Shopping in Johannesburg, South Africa. Tijdschrift voor
Economische en Sociale Geografie, 102 (3), pp. 316-330.
Sharpley, R. (2014). Host perceptions of tourism: A review of the research. Tourism Management, 42, pp. 37-49.
Skanavis, C. & Sakellari, M. (2011). International tourism, domestic tourism and environmental change: Environmental
education can find the balance. Tourismos: An International Multidisciplinary Journal of Tourism, 6(1), pp. 233-249.
Suh, Y. K. & McAvoy, L. (2005). Preferences and trip expenditures – a conjoint analysis of visitors to Seoul, Korea. Tourism
Management, 26(3), pp. 325–333.
Tavakol, M. & Dennick, R. (2011). Making sense of Cronbach’s alpha. International Journal of Medical Education, 2(1), pp.
53-55.
Tichaawa, T. M. & Mhlanga, O. (2015). Resident’s perceptions towards the impact of tourism development: the case of
Victoria falls, Zimbabwe. African Journal of Hospitality, Tourism and Leisure, 4(1), pp. 1-15.
Tourism KwaZulu-Natal (2019). Tourism boom. Retrieved from https://www.zulu.org.za/. Accessed February 28, 2019.
TSA [Tourism Satellite Account] (2017). Statistics South Africa. Tourism Satellite Account (TSA) for South Africa. Retrieved
from http://www.statssa.gov.za/publications/Report-04-05-07/Report-04-05-072017.pdf. Accessed December 17, 2018].
UNWTO [United Nations World Tourism Organization] (2014). Glossary of tourism terms. Retrieved from
http://cf.cdn.unwto.org/sites/all/files/Glossary-of-terms.pdf. Accessed January 27, 2019.
Veal, A. J. (2011). Research methods for leisure and tourism: A practical guide. 4th Ed. Harlow, UK: Financial Times Prentice
Hall.
Visser, G., & Hoogendoorn, G. (2011). Current paths in South African tourism research. Tourism Review International, 15(1),
pp. 5-20.
Zeng, B. & Gerristen, R. (2014). What Do We Know About Social Media in Tourism? A Review. Tourism Management
Perspectives, 10, pp. 27-36.
Management and Tourism (JEMT), 10(34), pp. 281-291.
Anwar, M. A.; Carmody, P.; Surborg, B. & Corcoran, A. (2014). The diffusion and impacts of information and communication
technology on tourism in the Western Cape, South Africa. Urban Forum, 25, (4), pp. 531-545.
Baniya, R. & Paudel, K. (2016). An Analysis of Push and Pull Travel Motivations of Domestic Tourists in Nepal. Journal of
Management and Development Studies, 27, pp. 16-30.
Bimonte, S. & Punzo, L. F. (2016). Tourist development and host–guest interaction: An economic exchange theory. Annals of
Tourism Research, 58, pp. 128-139.
Bolboacă, S. D.; Jäntschi, L.; Sestraş, A. F.; Sestraş, R. E. & Pamfil, D. C. (2011). Pearson-Fisher Chi-Square Statistic
Revisited. Information, 2(3), pp. 528-554.
Bui, H. T. & Jolliffe, L. (2011). Vietnamese domestic tourism: An investigation of travel motivations. Austrian Journal of
South-East Asian Studies, 4(1), pp. 10-29.
Chawla, D & Sondhi, N. (2011). Research Methodology: Concepts and Cases. London/ New Delhi: Vikas Publishing house.
Chetty, M. (2015). How Women Entrepreneurs Can Use Digital Marketing to Their Advantage. Retrieved from
https://yourstory.com/2015/08/women-entrepreneurs-use-digital-marketing-to-advantage. Accessed August 12, 2019.
Crawford, D. W.; Jackson, E. L. & Godbey, G. (1991). A hierarchical model of leisure constraints. Leisure Sciences, 13(4), pp.
309–320.
DTGS [Domestic Tourism Growth Strategy]. (2018). South African Domestic Tourism Survey report 2018. Retrieved from
https://www.tourism.gov.za/AboutNDT/Branches1/domestic/Documents/Domestic%20Tourism%20Growth%20Strategy%202
012-%202020.pdf. Accessed January 12, 2019.
Du Plessis E.; Saayman, M. & Van Der Merwe, A. (2015). What makes South African tourism competitive? African Journal of
Hospitality, Tourism and Leisure, 4(2), pp. 1-14.
Eugenio-Martin, J. L. & Campos-Soria, J. A. (2010) Climate in the region of origin and destination choice in outbound tourism
demand. Tourism Management, 31(6), pp. 744-753.
Gidarakou, I. (2015). Women’s Entrepreneurship in Rural Greece. International Journal of Business and Management, 10(10),
pp. 129-142.
Ezeuduji, I. O. & Mbane, T. L. (2017). Business Administration and Business Economics. Acta Universitatis Danubius
Oeconomica, 13(2), 5-16.
Ezeuduji, I. O.; November, K. L. & Haupt, C. (2016). Tourist Activity and Destination Brand Perception: The Case of Cape
Town, South Africa. Journal of Economics and Behavioral Studies, 8(4), pp. 156-168.
Ferreira, D.; Perks, S & Oosthuizen, N. (2016). Travellers’ perspectives of travel constraints and travel booking channel
preferences. African Journal of Hospitality, Tourism and Leisure, 5(4), pp. 1-23.
George, D. & Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference. 11.0 update. 4th Ed. Boston:
Allyn & Bacon.
Ghimire, K. B. (Ed.). (2013). The native tourist: Mass tourism within developing countries. London: Routledge.
Goodall, B., & Cooper, C.P. (1991). Understanding holiday choice. Progress in Tourism, Recreation and Hospitality
Management, 3, pp. 58–77.
Hong, W. C. (2009). Global competitiveness measurement for the tourism sector. Current issues in tourism, 12(2), pp. 105-
132.
Hsu, T. K.; Tsai, Y.F. & Wu, H. H. (2009). The preference analysis for tourist choice of destination: A case study of Taiwan.
Tourism Management, 30(2), pp. 288–297.
Jacobs, C. & du Plessis, E. (2019). Motivation based segmentation of South African surfers: a descriptive analysis.
ISCONTOUR 2019 Tourism Research Perspectives: Proceedings of the International Student Conference in Tourism Research.
Potchefstroom: North West University.
Jensen, S. & Svendsen, G. T. (2016). Social trust, safety and the choice of tourist destination. Business and Management
Horizons, 4(1), pp. 1-9.
Jovicic, D. Z. (2019). From The Traditional Understanding of Tourism Destination to the Smart Tourism Destination. Current
Issues in Tourism, 22(3), pp. 276-282.
Kanagara, J. & Bindu, T. (2013). An analysis of push and pull travel motivation of domestic tourists in Kerala. International
Journal of management & business Studies, 3(2), pp. 112-118.
Kerstetter, D. L.; Zinn, H. C.; Graefe, A. R. & Chen, P. J. (2002). Perceived constraints to state park visitation: a comparison of
former-users and non-users. Journal of Park and Recreation Administration, 20(1), pp. 61–75.
Khuong, M. N. & Ha, T. T. H. (2014). The influence of push and pull factors on the international leisure tourists, Return
intention to Ho Chi Minh City, Vietinam- A mediation analysis of destination satisfaction. Internal Journal of Trade Economic
and Finance, 5(6), pp. 490-496.
Li, H.; Meng, F. & Zhang, Z. (2016). Non-participation of Domestic Tourism: Analyzing the Influence of Discouraging
Factors. International Journal of Tourism Research, 18, pp. 567–578.
Litheko, A. M. & Potgieter, M. (2016). Residents’ awareness and support of tourism in Mafikeng, South Africa. African
Journal of Hospitality, Tourism and Leisure, 5(2), pp. 1-17.
Makhaola, L. J. (2017). The significance of domestic Tourism in Durban, South Africa. African Journal of Hospitality,
Tourism and Leisure, 6 (4), pp. 1-15.
Manwa, H. & Modirapula, T. (2019). The role of Botsalano Game Reserve in sustainable livelihoods and poverty alleviation
through community-based tourism development in South Africa. African Renaissance, 16(1), pp. 313-333.
Monterrubio, C. (2016). The impact of spring break behaviour: An integrated threat theory analysis of residents’ prejudice.
Tourism Management, 54, pp. 418-427.
Moon, B. Y.; Yang, S. H. & Lee, T. J. (2019). Married immigrant women’s VFR tourism as the way to ethnic minority group
acculturation. Journal of Tourism and Cultural Change, 17(4), pp. 544–561.
Muchapondwa, E. & Stage, J. (2013). The economic impacts of tourism in Botswana, Namibia and South Africa: Is poverty
subsiding? Natural Resources Forum, 37(2), pp. 80-89.
Nassuna, S. (2019). Assessment of the factors that influence domestic tourism in the central regions of Kampala. Unpublished
Doctoral dissertation. Kampala: Makerere University.
Nejati, M.; Mohamed, B. & Omar, S. I. (2014). Locals’ perceptions towards the impacts of tourism and the importance of local
engagement: A comparative study of two islands in Malaysia. Tourism: An International Interdisciplinary Journal, 62(2), pp.
35-146.
Nkwanyana, M. S.; Ezeuduji, I. O & Nzama, A. T. (2016). Cultural Heritage Tourism in South Africa: Perceived a Panacea for
Rural Development? Acta Universitatis Danubius Oeconmica, 12(6), pp. 160-167.
Pham, K.; Andereck, K. & Vogt, C. (2019). Local residents’ perceptions about tourism development. Travel and Tourism
Research Association: Advancing Tourism Research Globally. Retrieved from
https://scholarworks.umass.edu/ttra/2019/research_papers/74. Accessed October 11, 2019.
Rogerson, C. M. (2011). Urban tourism and regional tourists: Shopping in Johannesburg, South Africa. Tijdschrift voor
Economische en Sociale Geografie, 102 (3), pp. 316-330.
Sharpley, R. (2014). Host perceptions of tourism: A review of the research. Tourism Management, 42, pp. 37-49.
Skanavis, C. & Sakellari, M. (2011). International tourism, domestic tourism and environmental change: Environmental
education can find the balance. Tourismos: An International Multidisciplinary Journal of Tourism, 6(1), pp. 233-249.
Suh, Y. K. & McAvoy, L. (2005). Preferences and trip expenditures – a conjoint analysis of visitors to Seoul, Korea. Tourism
Management, 26(3), pp. 325–333.
Tavakol, M. & Dennick, R. (2011). Making sense of Cronbach’s alpha. International Journal of Medical Education, 2(1), pp.
53-55.
Tichaawa, T. M. & Mhlanga, O. (2015). Resident’s perceptions towards the impact of tourism development: the case of
Victoria falls, Zimbabwe. African Journal of Hospitality, Tourism and Leisure, 4(1), pp. 1-15.
Tourism KwaZulu-Natal (2019). Tourism boom. Retrieved from https://www.zulu.org.za/. Accessed February 28, 2019.
TSA [Tourism Satellite Account] (2017). Statistics South Africa. Tourism Satellite Account (TSA) for South Africa. Retrieved
from http://www.statssa.gov.za/publications/Report-04-05-07/Report-04-05-072017.pdf. Accessed December 17, 2018].
UNWTO [United Nations World Tourism Organization] (2014). Glossary of tourism terms. Retrieved from
http://cf.cdn.unwto.org/sites/all/files/Glossary-of-terms.pdf. Accessed January 27, 2019.
Veal, A. J. (2011). Research methods for leisure and tourism: A practical guide. 4th Ed. Harlow, UK: Financial Times Prentice
Hall.
Visser, G., & Hoogendoorn, G. (2011). Current paths in South African tourism research. Tourism Review International, 15(1),
pp. 5-20.
Zeng, B. & Gerristen, R. (2014). What Do We Know About Social Media in Tourism? A Review. Tourism Management
Perspectives, 10, pp. 27-36.
Published
2020-05-26
How to Cite
Ezeuduji, I. O., & Dlomo, N. C. (2020). Residents and Domestic Leisure Travel: Mtubatuba Local Municipality in KwaZulu-Natal, South Africa: Array. EuroEconomica, 39(1). Retrieved from https://dj.univ-danubius.ro/index.php/EE/article/view/251
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